HowGood Pitch Deck: Slide-by-Slide Breakdown

The Data-Heavy Series B Strategy

HowGood’s Series B deck is a concise, 11-slide presentation that prioritizes data depth over narrative fluff. In the sustainability sector, where 'greenwashing' is a constant concern, HowGood uses its 15-year history and massive database to position itself as the objective source of truth for the food industry. The deck is structured to prove three things: they have the most data, that data drives sales, and the market for that data is multi-billion dollar in scale.

Slide 1: Title Slide

The deck opens with a high-resolution aerial shot of terraced agriculture, immediately signaling the company's focus on the intersection of nature and industry. The HowGood logo, featuring stylized grains and flora, is centered. There is no tagline or mission statement here; the imagery does the heavy lifting for the brand's aesthetic.

Slide 2: The Core Offering

Slide 2 introduces HowGood as a 'premier sustainability market research and SaaS intelligence platform.' It makes a bold claim: they possess the 'world's largest product sustainability database.' The slide introduces the two-pillar business model: Impact Platform (the Latis software) and Impact Data (the raw intelligence). Crucially, it includes a teaser metric: their solutions lift sustainable product sales by more than 230%.

Slide 3: The Proof in Numbers

This is the 'Traction and Scale' slide. It uses five large callouts to establish authority: 15 years of supply chain mapping, 550+ data sources, 33K ingredients/materials, 247 sustainability metrics, and 2MM+ products assessed. The bottom of the slide features a 'trust bar' with logos including Walmart, Ahold Delhaize, Kraft Heinz, Chipotle, Danone, and Nestle, alongside major media outlets like Bloomberg and The Wall Street Journal. This slide effectively communicates that HowGood is not a startup experimenting with a new idea, but an established player with massive data moats.

Slide 4: Latis - Sustainability Intelligence

This slide focuses on the SaaS product, Latis. It lists three key features: ingredient/sourcing recommendations, competitive benchmarking, and evaluation of on-pack claims. A laptop mockup shows the interface, which appears to use a simple horizontal bar chart system to grade products on GHGs (Greenhouse Gases), Processing, Water Usage, Soil Health, Labor Risk, Biodiversity, Land Use, and Animal Welfare. This slide answers the 'How does it work?' question for a B2B buyer.

Slide 5: Beyond ESG Reporting

Slide 5 positions the company as a forward-looking tool rather than just a compliance checker. It mentions annual impact reporting across the full value chain (noting this is 'in development'). It specifically ties their metrics to the UN’s Sustainable Development Goals (SDGs) and ESG standard reporting metrics. This is a strategic move to capture the growing budget companies are allocating toward ESG compliance.

Slide 6: Sustainability Ratings & Attributes

This slide targets the retail and consumer angle. It shows how HowGood ratings appear in an e-commerce context (using a mockup of 'Ancient Grain Granola'). The slide repeats the impressive statistic that products rated 'Best' see a 234% sales increase. It also shows a physical price tag mockup with a 'Best' HowGood seal, demonstrating the omnichannel utility of their data.

Slide 7: Quantitative Impact Analysis

Using Chipotle’s 'Real Foodprint' as a case study, this slide shows how HowGood powers transparency in brand communications. The mobile mockup displays specific savings: '179.6 grams less carbon,' '1.7 gallons water saved,' and '13.2 sq feet improved soil health.' This slide proves the platform's ability to turn complex data into consumer-friendly marketing assets.

Slide 8: Total Addressable Market (TAM)

HowGood provides a very specific TAM calculation, totaling $16,617,520,722 . They break this down by revenue stream. The Impact Platform TAM ($11.9B) includes segments like CPG-Food, Retailers, and Apparel. The Impact Data TAM ($4.7B) includes Retailers, Food Service, and ESG. Providing these hyper-specific numbers (down to the dollar) suggests a bottom-up calculation that gives investors confidence in the market opportunity.

Slide 9: Product Development Plan

This slide is a combined roadmap and growth chart. It shows how the TAM expands over time as new modules (Nutrition, Procurement, Marketing, Packaging) and new verticals (CPG, ESG, Cleaning Supplies, Apparel) are released. A 'Today' line sits in the middle of the chart, showing that the company is currently entering its most aggressive growth phase. This is a classic Series B slide designed to show how the new capital will unlock larger market segments.

Slide 10: Key Differentiators

The penultimate slide summarizes the competitive advantage into six buckets: Unparalleled Industry Coverage, Comprehensive Impact Analysis, Unique Market Positioning, Best in Class Data, Industry Thought Leaders, and First to Market. It serves as a summary of the preceding slides, reinforcing the 'data moat' narrative.

Slide 11: Closing Slide

The deck ends simply with the HowGood logo on a white background. There is no contact information or 'Thank You' text on this slide, maintaining the minimalist aesthetic of the presentation.

What HowGood Does Well

The HowGood deck excels at quantifying the unquantifiable . Sustainability is often viewed as a 'soft' metric, but HowGood uses hard numbers—15 years, 2 million products, 234% sales lift—to treat it like any other supply chain or fintech problem. By focusing on the sales lift for retailers, they move the conversation from 'doing good' to 'making money,' which is essential for a Series B pitch.

The bifurcation of the business model into Platform and Data is also a strong move. It shows investors that the company has multiple ways to monetize the same core asset (their database), increasing the potential for high-margin recurring revenue.

What Is Missing from the Deck

The most notable omission is a Team Slide . For a Series B, investors typically want to see the leadership team's pedigree, especially in a data-heavy field. While the catalogue facts mention the round was successful, the absence of the founders' backgrounds in the deck is unusual.

There is also a lack of Unit Economics . While the TAM is large, the deck does not disclose Customer Acquisition Cost (CAC), Lifetime Value (LTV), or current Annual Recurring Revenue (ARR). For a Series B, these are usually mandatory. It is highly likely these were presented in a separate financial model or a more detailed version of the deck not included in this 11-slide summary.

Finally, there is no Competition Slide . While they claim to be 'First to Market,' the ESG and sustainability data space is crowded with players like EcoVadis or Carbon Trust. Explaining why HowGood’s UPC-level data is superior to these competitors would have strengthened the 'defensibility' argument.

Founder Takeaways

Lead with your moat: If you have spent years building a proprietary database, make that the star of the show. HowGood’s 15-year head start is their strongest defense against new entrants. · Tie impact to revenue: Don't just say your product is better for the planet; prove it sells more units. The 234% sales lift metric is likely the single most important data point in this deck. · Segment your TAM: Instead of one giant, vague number, break your market down by vertical and product line. It shows you have a sophisticated understanding of your sales pipeline. · Visual consistency: The use of high-quality mockups (laptops, phones, and even physical price tags) helps investors visualize exactly how the product exists in the real world.